Research on the Path of Enhancing the Value of Regional Public Brands of Tea Empowered by Digital Economy

Cultivating regional public tea brands can enhance the competitiveness of the regional tea industry, drive the development of related industries through brand premium effects, promote rural revitalization, and increase the income of tea farmers. To answer the important practical question of how to effectively enhance the regional public brand value of tea in the digital economy era, on the basis of measuring the level of regional digital economy, this article analyzed the relationship between digital economy and the value of tea regional public brands from the perspective of industrial structure, by using the panel data of 75 tea-producing regions in China from 2012 to 2021. It was found that, the digital economy was an important factor driving the value of tea regional public brands, and had a significant positive effect in promoting brand innovation and upgrading and enhancing brand equity. At the same time, the digital economy could empower the brand value in both directions through the industrial structure, and solved the brand value enhancement dilemma. There was regional heterogeneity in the role of digital economy in enhancing the value of regional public tea brands. The mechanism test showed that, the industrial structure was an effective path for the digital economy to enhance the value of regional public brands of tea.